Description
For World Pasta Day, Barilla orchestrated a remarkable celebration in New York City, where its iconic pasta boxes symbolised connection, encouraging people to travel across the city’s boroughs to share a meal with loved ones. In today’s fast-paced environment, where city life often takes priority, dining habits are shifting, with more people eating alone despite friends or family sometimes being just a few stops away.
On October 25th, in collaboration with the New York City subway, Barilla transformed their “Spaghetti n°5” pasta boxes into “Togetherness Tickets,” offering passengers a complimentary subway ride. Outside the Hudson Yards subway station, commuters encountered a special Barilla newsstand providing free pasta boxes. These boxes, equipped with a subtle technology insert, functioned like subway tickets—allowing people to access the turnstile effortlessly. Barilla’s campaign was not just a free ride but an invitation to break away from solo routines and reconnect with loved ones over a pasta meal.
A global survey commissioned by Barilla in August 2023* revealed that 60% of respondents reported eating alone more often over the past two years, with busy work schedules cited as the main cause. Nearly half (48%) of the participants noted that work hours prevented them from sharing meals, and 37% pointed to geographical distance as an increasing factor in solitary dining. Yet, despite 63% admitting to eating solo during the week, an overwhelming 93% believed that regularly sharing meals positively impacts relationships with friends and family. Responding to this need for connection, Barilla aimed to remind people of pasta's unique ability to bring people together.
This professional campaign titled 'Togetherness Ticket' was published in United States in October, 2024. It was created for the brand: Barilla, by ad agency: LePub. This Experiential and Integrated media campaign is related to the Food industry and contains 1 media asset. It was submitted 6 months ago.
Credits
BARILLA - TICKET TO TOGETHERNESS CREDITS
LEPUB
Global CCO: Cristiana Boccassini
Chief Creative Officer: Francesco Poletti
Global Head of Artificial Intelligence & Executive Creative Director: Selim Unlusoy
Creative Director: Stefano Zanoni
Associate Creative Director: Roberto Ardigo
Creative Supervisor: Angela Celano
Creative Supervisor: Matteo Gemelli
Junior Art Director: Vincenzo Russo
Junior Copywriter: Alessandro Traverso
Global Client Service Director: Simona Coletta
Client Service Director: Beatrice Carli Moretti
Account Director: Amira Ramadan, Benedetta Neri
Account Supervisor: Filippo Baldi
Account Executive: Giovanna Baiocchi, Camilla Catenacci
Head of Strategy: Francesca Zedde
Strategy Director: Antonio Jorgaqi
Senior Strategist: Elisa Fiorentini
Data Strategy Director: Andrea Battista
Social Media Analyst: Alberto Mura
Head of digital Production: Vittorio Cafiero
Global Head of Creative Technology: Mauro Mazzei
Global Head of PR & Communications: Isabella Cecconi
Senior PR Manager: Eleonora Botta
Senior Digital PR Manager: Carol Verde
Chief Production Officer: Francesca Zazzera
Head of Production: Anna Sica
Producer: Arianna Messina, Matilde Bonanni
Art Buyer: Veronica Bottanelli
BARILLA (Client)
Chief Categories & Marketing Officer: Ilaria Lodigiani
Equity, Digital & Design Vice President: Francesco Cibò
Equity & Comms Pasta and Condiments Director: Ester Miozzo
Digital and Social Senior Manager: Eléonore Pratoussy
Integrated Campaign Manager: Simi Sanusi
Social Media & Influencer Manager: Nhoon Ahmed
Senior Brand Marketing Manager (Pasta Americas): Dora Waldin
Brand Marketing (Pasta Americas): Kris Blonde
Digital & Social Manager - Region Americas: Alyssa Levy
US Media Planning, Strategy, and Procurement:Janelle Rietschel
Website Professional, Digital & Social Americas - Website: Christine Nikutin
Legal Counsel - Americas: Sari-Beth Esmail
Group Customer & Shopper Marketing Senior Manager: Michele Mastroianni
Global Shopper Marketing Professional: Camilla Concara
Global eContent Manager: Madeleine Mcilwain
Category Pasta President: Franco Maria Maggi
Pasta Global Vice President: Victoire Guyon
Barilla Brand Pasta Senior Manager: Agata Gualtieri
Barilla Brand Pasta Marketing Professional: Vittoria Busani
Senior Brand Activation & Consumer Engagement Senior Manager: Cristina Bonoretti
Consumer & Shopper Engagement Specialist: Melissa Marchesi
Brand PR Director: Anna Bielecka
Senior Manager, Brand PR - Americas: Andrea Dufour
PR Professional, Barilla Americas: Katie McNicholas
Group Advertising Production & Procurement Pasta & Condiments Italy Director: Marcello
Manici
Media, Advertising, Production and Procurement Pasta & Condiments Senior Manager:
Andrea Pattacini
PRODUCTION COMPANY STILLS
MANDALA CREATIVE PRODUCTIONS
Executive Producer Chicco Tatriele
Producer Antonella Rubino
PHOTOGRAPHER
Chloe Hardwick - At Collective
MSL
Chief Strategy Officer: Marco Fornaro
Chief Operating Officer: Azzurra Maiocchi
Client Service Director: Eleonora Moretti
Account Director: Léa Riccetti
Executive Strategic Planner: Matteo Mezzocolli
EDELMAN
Laura Hoover, Senior Vice President, Edelman
Kyle Sharick, Senior Vice President, Edelman
Emily Burns, Vice President, Edelman
Elizabeth Bitzer, Vice President, Edelman
Leah Osborne, Account Supervisor, Edelman
Mikaela Shiffrin’s videomaker - Mike “Dawsy” Dawson
Mikaela Shiffrin’s editor - Tommaso Bianchi
Video Production
Tree Fort films New York
Editor - Enrico Munarini
Media Agency: OMD
Out of Home (OOH) Media Partner: OUTFRONT Media
Social Media Agency: Boomerang
